Man Who Launched Fun-derwear Craze Introduces His New Underwear Collection,
Piss & Vinegar


<p>NEW YORK, <chron>Dec. 10</chron> /CNW/ -- <person>Jason Sutherland</person>, the man who helped launch the men's fun-derwear industry in 2003 with the Ginch Gonch underwear line, announced today that he has created a new brand of cheeky gear for men.   Piss & Vinegar - British slang for living young at heart - is designed for the bold guy who appreciates what life has to offer and works hard to live it to its fullest.  In other words: Piss & Vinegar is for men who grab life by the balls. In its campaign, the brand playfully asks men "you think you have enough?"; it's a double entendre referring to a guy's fortitude to compete and his ability to fill his briefs.  Piss & Vinegar is available now in major department stores, select independent retailers and online at <a href=""></a>.</p>


<p>Made from a breathable, body-conforming stretch fabric (94% Su Pima cotton/6% Lycra), the first collection from Piss & Vinegar will be the "I Love..." line including the controversial 'I <person>Love Jesus</person>'  underwear that are proving to be a holiday favorite.  The briefs feature the image of <person>Jesus Christ</person> on the front and the words "Jesus Loves Me" on the rear.   Designs are available in a brief, boxer brief, low rise brief, and jock strap and all include the signature 1 1/4 inch microfiber elastic logo waistband and bold scripted Piss & Vinegar logo.</p>
<p>"We chose to introduce 'I Love...' with Jesus and Buddha because whether or not guys subscribe to their doctrines, there is no denying that each man became an icon by living his life to the fullest and from the heart," said <person>Jason Sutherland</person> at this morning's announcement.</p>
<p><person>Mr. Sutherland</person> chose to take a leap of faith and live life from his heart when earlier this year, he left the successful brand he founded to launch his new line.  "It's important to shake things up every once in a while," he explained.  "It's what keeps life interesting."</p>
<p><person>Mr. Sutherland</person> looks forward to further shaking things up this <chron>Valentine's Day</chron> when Piss & Vinegar unleashes the 'I Love Girls' briefs for men, and the "I <person>Love Boys</person>" briefs - also for men.</p>
<p>"When living life with Piss & Vinegar," concluded Sutherland, "it doesn't matter who you love, only that you love with everything you've got."</p>
<p> </p>
<p>  Media Contact: <person>Jeff Dorta</person> +1-212-445-0099 <a href=""></a></p>


For further information: For further information: Jeff Dorta, for Piss & Vinegar, +1-212-445-0099, Web Site:

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